Trucking Company Ramps up Recruiting with Digital

When a leading wholesale distributor of food and household products in New England needed to hire a steady stream of truck drivers and warehouse workers, they partnered with Vici Media to develop a strategic recruitment campaign. In an industry where employee turnover can be high, the company required a digital marketing solution that would consistently attract qualified candidates month after month.

Strategic Digital Approach for Recruitment Success

Our approach targeted both active and passive job seekers, aiming to build awareness, generate interest, and drive applications across several job categories: truck drivers, warehouse workers, CDL drivers, packaging and handling, operations and logistics, and more. To reach these varied audiences, we implemented a multi-channel digital strategy that included:

1. OTT Advertising: Delivered awareness-focused video ads through connected TVs, reaching potential candidates in an engaging, brand-safe environment.
2. Social Media: Used for both awareness and interest, social media ads were designed to capture attention and drive engagement among active job seekers.
3. Native and Social Mirror Ads: Leveraged behavioral targeting to reach both active and passive job seekers with ads that blended naturally with the content they were consuming online.
4. Pay-Per-Click (PPC): With PPC, we targeted job seekers at the bottom of the funnel, those actively searching for relevant job opportunities, maximizing engagement and applications from qualified candidates.

Results That Drove Lasting Recruitment Success

The campaign ran for an entire year, and each month brought consistent, outstanding results. Our social, Social Mirror, and Native ads achieved a remarkable 0.94% click-through rate (CTR)—13 times the national average. PPC ads further exceeded expectations with an impressive 22.81% CTR, generating over 2,000 calls and hundreds of applications each month.By combining high-impact OTT and social media for awareness with highly targeted PPC and behavioral-driven ads, we helped this wholesale distributor build a steady pipeline of qualified applicants. The consistent flow of applicants allowed the company to keep up with their staffing needs and maintain a high level of employee application volume throughout the year.If your business needs a high-impact, cost-effective marketing strategy, contact Vici Media today to learn more about our white-label digital solutions.For more information, email support@vicimediainc.com.